Warum es kein „von 0 auf 100“ bei Produktkultur gibt! Die Geschwindigkeit mit der sich die digitale Landschaft und Produktwelt ändert, nimmt weiterhin rasant zu. Aber ein Sprichwort hat bis heute bestand: „Gut Ding will Weile haben“ und das trifft insbesondere auf die Entwicklung einer Produktkultur zu. Produktkultur entwickelt sich kontinuierlich und in Stadien. Abkürzungen gibt es nicht, denn jede Phase baut aufeinander auf und nur dank den gemachten Fehlern und Erfahrungen kann man den nächsten Schritt nach vorne gehen. Aber was ist denn nun eigentlich diese ominöse „Produktkultur“? Welche Phasen müssen durchlaufen werden und welche Charakteristika weisen diese auf? Woher weiß man, in welcher Phase man sich befindet und wie kommt man dem Ziel einer innovations-getriebenen Produktkultur näher.

1. PRODUCT CULTURE NEEDS TIME
Marcel Semmler, working products, 30. Juni 2018

2. Marcel Semmler
Chief Product Officer @ Bauer Xcel Media
Working at the interface between
product, marketing and technology.
@marcelsemmler
/Marcel_Semmler
/marcelsemmler
@marcelsemmler

3. The global umbrella for
all digital activities of
the Bauer Media Group.
OUR APPROACH
Advancing the media industry by applying
user-driven strategies to deliver cutting edge news
and to build original, innovative products and services.

4. PRODUCT CULTURE

5. A good, idea, method, information, object or
service created as a result of a process and
serves a need or satisfies a want. It has a
combination of tangible and intangible
attributes (benefits, features, functions, uses)
that a seller offers a buyer for purchase.
- Oxford Dictionary
product …

6. The ideas, customs, and social behaviour of a
particular people or society
- Oxford Dictionary
the way of life, especially the general customs
and beliefs, of a particular group of people at
a particular time
- Cambridge Dictionary
culture…

7. Organizational culture
Product culture

8. WHAT DEFINES A
CULTURE?

9. The established set of attitudes held by
someone
- Oxford Dictionary
a person's way of thinking and their opinions
- Cambridge Dictionary
mindset…

10. a certain
culture
a certain
mindset
requires

11. a product
culture
a product
mindset
requires

12. THE PRODUCT MINDSET

15. Essentials of a Product Mindset
Empathy
Ownership
Intuition
Making
decisions
Holistic
View
Asking
questions
Being
curiuous
Solving
problems
Product
point of
view
Alignment
w/ future
Market
sense
Taking
action

16. Product culture
No product manager / project culture
The Road Towards Product Culture
A group of product manager

17. PROBLEM SOLVED. RIGHT?

18. NOPE

19. The focus
is only on
PRODUCT PEOPLE
The focus
is only on
PRODUCT PEOPLE

20. The product
is becoming
MORE COMPLEX

21. The audience & user groups
are getting
MORE FRAGMENTED
& LARGER

22. The product
is everything.
EVERYTHING IS PART
OF THE PRODUCT

23. Challenges
& Trends
Role of the
Product
Owner
IN SEARCH FOR
THE AVENGERS

24. Product culture
No product manager / project culture
The Road Towards Product Culture
A group of product manager

25. A group of product managers
Everyone is a product manager
Product culture
No product manager / project culture1.
2.
3.
4.
The Road Towards Product Culture

26. WHAT IS THE
SHARED
PRODUCT
MINDSET?

27. PRINCIPLES

28. #1
EVERYTHING WE DO IS PART OF OUR
PRODUCT PLATFORM

29. #2
BECAUSE EVERYTHING IS PRODUCT,
EVERY TEAM OWNS PARTS OF THE
PRODUCT PLATFORM

30. #3
BECAUSE EVERY TEAM OWNS PARTS
OF THE PRODUCT PLATFORM, ALL
TEAMS ARE DIRECTLY INVOLVED IN
PRODUCT PROCESSES

31. Editorial
Audience
Dev
Sales
DevCreation
Project
Mgmt
Business
Owner
Brand
Owner
Video
Product
OwnerUser
FROM

32. Editorial
Audience
Dev
Sales
Dev
Creation
Project
Mgmt
Business
Owner
Brand
Owner
Video
Product
Owner
User
TO

33. #4
THE NEW ROLE OF THE INITIAL
PRODUCT TEAM:
‚HOLISTIC VIEWER‘,
‚GUIDE‘ &
‚ENABLER‘

34. A/B
</>

35. #5
THE NEW PROFILE OF THE INITIAL
PRODUCT TEAM:
‚YOUR COMPANY IN A NUTSHELL‘

36. #6
THERE IS MORE TO INNOVATION
THAT MEETS THE EYE

37. Radical innovations
in new business
areas
Radical innovations in
existing business models
and processes
Incremental innovations in existing
business models and processes

38. #7
A SHARED PRODUCT MINDSET
REQUIRES A SHARED VISION

39. #8
IT IS AN EVER CHANGING CULTURE
BASED ON TRANSPARENCY,
RESPONSIBILITY & ENABLEMENT

40. THERE IS ONE MORE
THING

41. Group of product managers
Everyone is a product manager
Product culture
No product manager1.
2.
3.
4.
The Road Towards Product Culture

42. BAUER XCEL MEDIA
MESSBERG 1
POSTFACH 4550
20077 Hamburg
Germany
THANK YOU
VERY MUCH